Despite affecting one in three women, low sexual desire remains misunderstood and rarely discussed. UBC’s #DebunkingDesire campaign is breaking this silence and reshaping the conversation.
The #DebunkingDesire campaign, led by Dr. Lori Brotto in collaboration with UBC Medicine and BC Women’s Health Research Institute, aims to dismantle myths and spread scientifically backed insights about low sexual desire in women. Through innovative social media strategies, the campaign strives to empower women to understand and embrace their sexuality.
Running from November 2019 to September 2020, #DebunkingDesire achieved over 300,000 impressions, with an engagement rate significantly higher than average. The campaign utilized social media outreach, educational materials and community engagement to connect with a diverse audience. Collaborations with influencers and podcasters further amplified its reach.
Brynn Lavery, #DebunkingDesire’s social media coordinator, stressed the importance of providing scientifically backed online information. She said low sexual desire is often surrounded by shame and stigma — even as a common issue.
“Many women might not have access to this information from traditional sources,” Lavery said, highlighting the campaign’s success in using innovative digital strategies to reach and connect with diverse audiences.
Common myths include misconceptions that low sexual desire means you don’t love your partner, that sexual desire should be constant and that there is a ‘normal’ amount of sex one should have. According to Lavery, women’s desire is generally better centred around quality rather than quantity.
Traditional treatments for low sexual desire, such as cognitive behavioural therapy and mindfulness-based therapy, were also emphasized by the campaign. These therapies help individuals address negative thought patterns and become more attuned to their sensations without the pressure to change them.
The campaign’s success was due to a dedicated team of social media managers, knowledge translators, research assistants, influencers and a patient partner — involving patients in health research encourages better outcomes. The campaign specifically targeted women experiencing low sexual desire, reaching a diverse demographic across ages, reproductive stages, ethnicities, cultures, geographies and sexual orientations. Lavery emphasized creating authentic and meaningful relationships with the target population.
She also noted the challenge of online patient-centred research, as the social media landscape is constantly evolving. When the campaign started in 2019, TikTok wasn’t widely used. The team adapted by being flexible with information-sharing strategies and creating content tailored for different platforms such as Instagram, Twitter and YouTube to ensure different audiences were reached.
Did you know that 1 in 3 women experience low sexual desire? Our #DebunkingDesire video talks about things YOU can do to help lower chronic stress causing low desire.
— UBC Sexual Health Research ?️? (@ubcshr) September 5, 2019
Watch it here: https://t.co/E6Kc2faHu7 pic.twitter.com/GLYy3gq2GG
UBC’s #DebunkingDesire campaign not only challenges misconceptions about low sexual desire but also sets a new standard for using social media to empower communities and drive significant change in women’s health.
“Researchers invest significant time and resources into their work,” said Lavery.
“It’s crucial to use knowledge translation tools to disseminate this information to the public, who often lack access to academic papers or conferences.”
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